YouTube Kullanma Amacının YouTube’da Yapılan Marka İşbirliklerine Yönelik Tutuma Etkisi

Year 2020, Volume: 21 Issue: 1, 128 - 145, 25.05.2020

İsmail Erkan

https://doi.org/10.37880/cumuiibf.614422

Cited By: 1

Abstract

Çalışmanın
temel amacı, YouTube sitesini kullanma amacının Youtube’da yapılan marka işbirliklerine
yönelik tutuma etkilerini araştırmaktır. Bu amaç doğrultusunda, YouTube
sitesinde zaman geçiren 18-35 yaş aralığındaki üniversite öğrencileri ile yüz
yüze anket çalışması yapılmış ve 399 kullanılabilir anket elde edilmiştir.
YouTube kullanma amacını anlamak için Kullanımlar ve Doyumlar kuramının
değişkenlerinden yararlanılmıştır: ruh hali iyileştirme, kaçınma, deneyimsel
öğrenme, sosyal etkileşim. Araştırma sonuçlarına göre, ruh hali iyileştirme
amacının YouTuber’lara (YouTube’da içerik üreten kişiler) yönelik tutumlarında
anlamlı ve pozitif bir etkisi olduğu gözlemlenirken, marka işbirliklerine
yönelim tutumları üzerinde anlamlı ancak negatif bir etkisi olduğu
gözlenmektedir. Ayrıca, sosyal etkileşim amacının hem YouTuber’lara karşı olan
tutumlar hem de marka işbirliklerine yönelik tutumlar üzerinde anlamlı ve
pozitif etkisi olduğu saptanmıştır. Son olarak YouTuber’lara yönelik tutumların
marka işbirliklerine yönelik tutumlar üzerinde anlamlı ve pozitif yönde
etkilediği tespit edilmiştir.

Keywords

YouTube Fenomenleri, YouTube, Sosyal Medya, Kullanımlar ve Doyumlar Kuramı, Yapısal Eşitlik Modellemesi

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